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Vidyullatha Pellakuri
KL University
Computer Science & IT Electrical & Electronics Engineering

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Issues and Challenges in Advertising on the Web Deepthi Gurram; B. Vijaya Babu; Vidyullatha Pellakuri
International Journal of Electrical and Computer Engineering (IJECE) Vol 4, No 5: October 2014
Publisher : Institute of Advanced Engineering and Science

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Abstract

One of the big surprises of the 21st century has been the ability of all sorts of interesting Web applications to support themselves through advertising, rather than subscription. While radio and television have managed to use advertising as their primary revenue source, most media – newspapers and magazines, for example – have had to use a hybrid approach, combining revenue from advertising and subscriptions.  A venue for on-line advertising has been search, and much of the effectiveness of search advertising came from the “adwords” model of matching search queries to advertisements. This paper presents the algorithms for optimizing the way of matching search queries to advertisements is done. The algorithms discussed are of unusual type; they are greedy and they are on-line which are used to tackle the adwords problem.DOI:http://dx.doi.org/10.11591/ijece.v4i5.6626
Co-Authors B. Vijaya Babu Deepthi Gurram